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In recent years, e-commerce has become the mainstream trend in enterprise development. With the construction of global supply chain and gold logistics capabilities, and the catalysis of the epidemic's demand for online shopping, cross-border e-commerce has become the fastest-growing e-commerce model. Due to the fact that cross-border shopping is more complex and riskier than local shopping, the online shopping decision-making path of cross-border consumers has become the core that brands and cross-border platforms need to study.
According to the latest report issued by the Industry Intelligence Institute (MIC) of the capital policy Association on the e-commerce consumption behavior of Taiwanese consumers in 2021, Taobao/Tmall, a case company in this study, has become the first place (19%) in cross-border shopping in Taiwan. Although Taobao/Tmall ranks first, the market share is still less than 20%, there is still much room for it.
Based on the survey results of Taiwan Taobao/Tmall users about the consumer journey, this study disassembles the experience and obstacles of the entire cross-border shopping process. It also studies the key strategy to expand business scale in Taiwan, including how to increase the user scale and promote the purchase frequency of users. Plus, It discusses the advantageous categories of Taobao/Tmall from the Taiwan market and how to combine them with local ecological partners and provide more scenario-based experiences.
Keywords: cross-border e-commerce, scenario experience, Tmall, Taobao, consumer shopping journey.
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